Although there has been a remarkable development compared to the previous period, looking directly at reality, the quality of tourism services in the province still has many limitations, low competitiveness, tourism development is not commensurate with its potential. First of all, we must mention the problem of the lack of and weak human resources in the tourism industry, leading to low service quality. For example, in early 2024, the number of foreign tourists coming to Dien Bien for tourism was quite large. Along with that is the use of food, accommodation, travel services and having to communicate a lot with people working in tourism. While in addition to a number of business owners who can communicate in basic English, most of the service staff only know how to say hello. Even at a fairly famous restaurant recently in the central area of Dien Bien Phu City, there is a large number of foreign visitors, but very few of the staff here can communicate in English, not to mention other foreign languages. Without a tour guide, it often happens that foreign guests have to point to the menu and communicate with the staff in sign language when ordering. Payment is also not smooth when the restaurant staff cannot communicate with foreign guests about the amount to pay. Of course, if you are quick-witted, you can use translation software on your smartphone to assist.
The above facts show a lack of professionalism, an inability to welcome and serve foreign guests attentively. And so, even if the food is delicious, the welcome is cheerful and friendly, foreign tourists will hardly be 100% satisfied. In the center of Dien Bien Phu City, it is still like that, so it is even harder to be better in the surrounding areas or remote districts.
That is just a language issue, there are many other factors such as attitude, service style, communication with tourists... that are also a concern for tourism managers. According to information from the Department of Culture, Sports and Tourism, currently, in the province there are over 130 restaurants that can welcome and serve guests with over 6,700 tables. Along with the general development, the development of tourism activities and services has created many jobs for workers, the number of workers serving in the tourism sector is constantly increasing. Up to now, there are about 10,000 workers, of which 4,000 are direct workers. However, the rate of trained workers is still very low, making it "powerless" for large restaurants and hotels to recruit quality personnel...
Since the beginning of the year, the number of tourists to Dien Bien has increased sharply compared to the same period last year. Travel agencies and tour operators have started the new year smoothly with the number of visitors exceeding expectations. But thanks to that, they are the first to directly listen to feedback on tourism in the province. Besides the positive points, there are still many problems that, although "unpleasant to hear", must still be listened to and certainly must be accepted because "bitter medicine cures disease".
Mr. Phan Thach Thanh, Director of Dien Bien Cung Tho Dia Tourism Company, is passionate about tourism. He accepts all feedback from tourists, whether positive or negative, to adjust the Company's operations and forward it to State management agencies. Mr. Thanh shared: “In early 2024, the number of visitors increased dramatically, so our Company benefited a lot. In the process of guiding visitors in Dien Bien, we often could not answer visitors' questions about the quality of tourism services in the province. First of all, about the environment and urban landscape. From the end of 2023 to now, there are only a few days left until the opening of the Ban Flower Festival, but the roads are dusty and there are construction sites everywhere. Next, the accommodation facilities are still lacking in both quantity and quality of service, not enough to meet the needs of tourists. Food service establishments have not been compiled and built into a map to guide destinations, restaurants, hotels for tourists, etc.
“We welcome tourists who return to visit Dien Bien after many years with their relatives and friends. After returning from their tour, they share with us that after so many years, besides the Dien Bien relic sites, there is still nothing more? Some tourists ask if Dien Bien Phu City has a night market or a walking street? It can be seen that currently, tourism products are too few, mainly relying on historical relic sites and lacking other entertainment and experience spots. In addition, when taking tourists to the district route, there are many spaces to experience the pristine cultural identity of Dien Bien ethnic groups, but right in Dien Bien Phu City, the main reception point, there is none. The cultural villages in the basin area have not been planned to do that, but only serve food and drink. Without those products, we are forced to take tourists to entertainment and check-in spots around the city. Some tourists like it, but some also react very strongly that their place does not lack places like this, they come here not to check-in with flower beds. They come here to experience the unique things of Dien Bien, because many other places grow flowers and landscapes better than Dien Bien" - Mr. Phan Thach Thanh pondered.
There are still many issues that tourists coming to Dien Bien still feel lacking and unsatisfied, such as: The relic sites are still "poor" in experiential activities; tourism gift products are not rich and diverse; there is a lack of attractive and unique entertainment spots... Hopefully, with the "push" of National Tourism Year - Dien Bien 2024, the quality of tourism services will have a remarkable change, in all aspects so that the province's "smokeless industry" can develop commensurate with its potential .
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